Clicks Down, Impressions Up? Here’s What You Can Do

Today, I want to talk about a trend that’s making eCommerce SEO tougher—and what you can do to stay ahead. Check out the video above to learn more.

At Boulder SEO Marketing, we just published a case study on how we helped an eCommerce company climb the search rankings. It highlights how we’ve adapted our strategies to keep up with the ever-changing search landscape—and the impressive results our approach can bring.

On that note, I recently spoke with another eCommerce business owner in the manufacturing industry. During our nearly two-hour call, we dug into their Google Search Console data. While impressions were rising, clicks were dropping. In other words, they were getting more views but fewer clicks.

So, what’s going on?

It comes down to how Google’s search engine results pages (SERPs) are evolving. I even wrote a LinkedIn article about it because it’s something every eCommerce business—and really, any business—should know.

Basically, Google is no longer just showing a list of blue links in search results. Instead, it’s packing the SERPs with AI-generated overviews, “People Also Ask” sections, local store options, and much more. For example, search for “sunscreen for face,” and you’ll see:

• Popular Products
• Images
• In Stores Nearby
• Discussions and Forums

For eCommerce brands, that means more competition and more complexity.

So, what’s the solution?

To stand out, you need to position yourself as the go-to resource for your products or services. Here’s how:

• Use Micro-SEO Strategies℠: Focus on highly targeted, niche content marketing.
• Optimize Google Business Profiles and Google Merchant Center: These tools are often overlooked but can be powerful.
• Think Beyond Google: Social media, YouTube, and other online content also contribute to your search visibility.
• Leverage AI: Streamline your content creation process and improve your output without adding more work.

Finally, if you’re wondering how to combine Google Ads with SEO, you’re in luck. We’re co-hosting a Google Ads webinar with Intero Digital soon to break it all down, including how pay-per-click ads work and whether they’ll boost your organic strategy. The hour-long webinar will be on February 13 from 10 am to 11 am MST. Register here.

SEO is always changing, but with the right approach, you can stay ahead and thrive.